Axes de recherche

MERCUR (Marketing, E-commerce, Retailing, Consumption, Ubiquity Research Center) étudie les dynamiques de marché qui s’établissent entre les consommateurs et les institutions (entreprises, associations ou pouvoirs publics) à partir des significations accordées par les consommateurs aux produits, points de vente et marques, selon des perspectives identitaires, culturelles et sociales.
recherche

Trois grands axes fédèrent l’ensemble des travaux de recherche de l’IMMD.

Identités et cultures de consommation

  • Famille, générations et consommation
  • Minorités et consommation
  • Genre et consommation

Enjeux sociétaux et consommation transformative

  • Enjeux éthiques, sociaux et écologiques
  • Pouvoir du consommateur
  • Consommation collaborative

Enjeux des mutations commerciales (notamment e-commerce)

  • New business models
  • Marketing multi et cross-canal
  • Fonctions symboliques et expérientielles de la distribution

 

Here are the main axes characterising the projects by MERCUR

Identity and consumption culture.
The adoption of the CCT (Consumer Culture Theory) approach constitutes the paradigmatic home of the studies aimed at exploring and interpreting the links between identity construction and consumption practices.

Transformative consumption.
We have hosted the Fourth Transformative Consumer Research Conference in May 2013 where researchers from 120 countries have been involved in discussions addressed to define research paths to enhance consumer welfare and bring about positive social change.

E-commerce and commercial evolutions.
Our researchers collaborate in innovative technological development projects such as Ubiquity Virtual salesman project (VVU), U-shopping project (in collaboration with PICOM (Pôle de compétitivité des industries du Commerce). Moreover, they use innovations to develop tourism or cultural activity projects such as LeLouvre – Lens project.